International Advertising Chapter 5

Learning Objectives • Examine advertising within a global context • Contextualize the power of culture by exploring high and low cultural context and

cultural dimensions • Examine global growth across a range of geographic regions while understanding how to

leverage cultural nuances • Identify ways to leverage global trends to activate global growth

Global Context Five Advertising Categories

• Local • Retail brands with small local footprints

• National • Brands in a single country, e.g., Kroger

• Regional • Brands advertise in a specific regional cluster

• International • Broad geographic distribution • Standardized marketing approaches adapt to local cultures • Tide in the US, Ariel in India and Mexico

• Global • Multinational brands with consistent branding • Little deviation despite cultural differences

Understanding Culture in the Context of Advertising • High Context Cultures

• Value subtlety and privacy • Messages are rarely explicit • Usually inaccessible to outsiders • Having local people on your advertising team is essential • E.g., Asian countries

• Low Context Cultures • Value messages that are more transparent and explicit • Interaction is generally open • The strategy for using words and messages that can quickly be interpreted is common • E.g., Germany and the US

Cultural Dimensions • Power Distance

• Distance between ordinary people and power brokers • China has high power distance • The US has a low power distance

• Individualism vs. Collectivism • Refers to whether the individual or the family and community is prioritized • The US is highly individualistic • Mexico is highly collectivistic • Oreo example

Cultural Dimensions • Masculinity vs. Femininity

• Whether social structures are dominated by masculine or feminine norms • Saudi Arabia is highly masculine • Sweden is highly feminine • IKEA example

• Uncertainty Avoidance • People’s comfort or discomfort with uncertainty and their engagement in behaviors

that demonstrate varying levels of avoidance • The Czech Republic has high uncertainty avoidance • India has modest uncertainty avoidance

Cultural Dimensio ns Continue d

• Long vs. Short-term Orientation • People’s patience and their orientation to long-

term gain versus impatience and the desire for quick results

• Indulgence • Cultural norms around indulging children or

loved ones rather than a stricter, more restrained emotional orientation toward emotional indulgence.

• China and Nigeria examples

Global Trends • Sustainability • Health and Wellness • The COVID Caveat • Geopolitics – trade wars, Brexit, economic instability • Category transition – energy and car categories • Desire for individuality • Mass personalization – attempting to provide tailored products at a scale • New ways to access ownership – young consumers want things but have less desire to own them • Inclusivity • Tech Fatigue

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